“The opportunity for our customers to save money on their phone bill in exchange for learning about products and services relevant to them is a first in the UK market and we’re excited to exclusively offer this value to our customers.”

Matt Berriman, CEO and Co-Founder of Unlockd, added: “It is a move that will address existing challenges faced by our partners’ businesses and positively transform both the mobile advertising landscape and telco industry.”

David Dinsmore, Chief Operating Officer at News UK, and Sara Dunham, Head of Marketing, Retail and Direct at British Airways, both said they were excited to try a new way of reaching new customers.